Recalls are an unfortunate but inevitable part of the food industry. When they happen, the public is quick to place blame, but doesn’t always understand the full picture. This was the case with McDonald’s during the recent Taylor Farms onion recall. McDonald’s faced backlash and consumer confusion because they were selling products that contained the recalled ingredient — even though it was a supplier-driven recall.
McDonald’s efforts to remove the affected product from its locations did little to change the immediate perception among consumers and the media. This situation illustrates how brands can suffer reputational harm even when the source of the issue lies with a supplier. The media links their name to the recall, customers question their food safety practices, and trust erodes. Without a coordinated recall process, businesses can find themselves in crisis mode for something that didn’t originate with them.
The Reality of Supplier-Driven Recalls
This situation isn’t uncommon – many brands find themselves caught in the negative perception of a recall they didn’t initiate. The news cycle and social media often fail to make the distinction between a supplier’s recall and a retailer’s responsibility. Companies that source ingredients from suppliers are often the face consumers recognize, meaning they can suffer reputational damage even when they acted responsibly.
In a food system where ingredients change hands multiple times before reaching consumers, clear communication and a standardized recall process are critical to protecting both brands and public health. Without proper supplier coordination and a collaborative recall plan, businesses downstream of a supplier-driven recall can face confusion, operational disruption, and eroded consumer trust.
How to Protect Your Brand During a Supplier-Driven Recall
While companies may not be able to prevent supplier-driven recalls, they can take proactive steps to minimize brand impact, maintain consumer trust, and protect public safety. Here’s how:
1. Establish a Collaborative Recall Process with Suppliers
A recall process should be a joint effort across the supply chain, with clear roles and responsibilities defined well before a recall occurs. Being part of a Recall Ready Community—which operates on standardized data, collaborative recall processes, and recall simulations—ensures that all stakeholders understand the process and can respond efficiently. Manufacturers, distributors, and retailers should have pre-established communication protocols, so when a recall happens, execution is immediate and coordinated rather than chaotic and reactive.
2. Use a Recall Management Platform to Enable Fast and Clear Communication
Consumers will naturally associate the recall with the most recognizable brand. Being proactive in your messaging can help correct misunderstandings before they spread. The longer it takes for consumers to receive accurate recall information, the greater the damage to brand trust. Unfortunately, many companies still rely on slow, manual processes for recall communication.
Using a recall management platform ensures rapid, standardized communication between all parties, reducing delays and confusion. These platforms allow for direct notifications to affected businesses, retailers, and even consumers. Loyalty programs are also an effective way to communicate directly with consumers, ensuring they receive customized recall messaging that prevents misinformation and helps maintain trust.
3. Strengthen Recall Traceability with Standardized Data and Digital Tools
Quickly identifying affected products is crucial during a recall. Traceability software allows businesses to track ingredients and finished products across the supply chain, helping them pinpoint exactly which batches are impacted.
Standardized recall data—another core principle of Recall Ready Communities—helps businesses avoid delays and ensure regulatory compliance. Companies that invest in these technologies are able to act faster, reduce the scope of the recall, and limit both financial losses and consumer confusion.
4. Train Your Team with Recall Simulations
When a recall happens, every department—from procurement and supply chain to marketing and customer service—needs to know their role. Staff should be prepared to answer customer inquiries and correct misinformation.
Regular recall simulations allow companies to test their processes under realistic conditions, ensuring that all stakeholders, from frontline staff to supply chain partners, understand the recall process and are equipped to respond effectively. A well-rehearsed team can mean the difference between a recall handled seamlessly and one that spirals into public relations damage.
5. Use Transparency to Build Trust and Brand Protection During Recalls
Many companies hesitate to address recalls directly, fearing that drawing attention to the issue will harm their reputation. However, transparency is the key to maintaining consumer trust.
If you source from a supplier that has a recall, don’t wait for consumers to ask questions—address the situation head-on with clear, factual communication. Using a recall management platform ensures that messaging is consistent and reaches all necessary parties, including regulators, distributors, and customers. A brand that takes responsibility for ensuring its customers are informed—rather than staying silent—demonstrates a strong commitment to safety and trustworthiness.
Why a Coordinated Recall Process Matters
When a recall occurs, speed, clarity, and accountability are essential. Businesses that wait until a recall happens to create a response plan with their suppliers risk confusion, operational delays, and unnecessary reputational harm. By proactively working with suppliers, utilizing recall management platforms, and engaging in recall simulations, businesses can protect their reputation, even when a recall isn’t their fault.
The cost of inaction is too high. Without a recall ready culture, businesses are left scrambling to protect their brand when a crisis strikes. Ensuring your company is part of a Recall Ready Community will help mitigate risks, improve recall efficiency, and strengthen consumer confidence in your brand.
